On the car radio this weekend I heard an ad that absolutely floored me. It was the best written ad I heard in a long, long time. Forgive my creative license here, but it went something like this:
I lost my leg.
Before that I lived in a tenement.
Before that I spent a night in jail.
Before that I robbed a lady.
Before that I stole from my sister.
Before that I borrowed a needle.
Before that I lost my job.
Before that I bought some meth.
The spot had me at “I lost my leg.” I couldn’t not pay attention. The casting was great, the performance riveting, the copy brilliant.
Great ads make you feel something, then do something. If more copywriters, account planner, and chief marketing officers understood the “feel” part of the equation, the business of selling would be much improved.